Caroline Stein, an art major from West Hartford, Connecticut, has always been a creative person. “I initially came to UW as a psychology and French major, but it wasn’t for me,” she said. “I have always been an artsy person, and through decorating cakes, it just clicked.”
Her business, Sweet Caroline, began in high school when she started baking for family and friends. “My mom is a dentist and knows a lot of people, so word spread fast,” she said. When she came to UW, baking had to take a pause. “I didn’t have a kitchen, so I couldn’t bake, and it was difficult. This year I have my own kitchen, so I wanted to work on my business again because it’s something that I love doing.”
Caroline’s specialty is custom cakes and cupcakes, often featuring intricate frosting designs that show off her artistic background. She also creates large batches of cookies and brownies for student events and organizations. “I love when people ask for something specific and I can bring their idea to life,” she said.
Her inspiration came from childhood baking shows like Cake Boss and Cupcake Wars. “I am self-taught. I have never taken a class,” she said. “There’s something special about giving what you make to other people and seeing how they react to it.”
To grow her business on campus, Caroline relies mostly on Instagram and word of mouth. “Social media helps me share photos of my cakes and reach new people, but a lot of my customers come from friends telling friends” she explained. Caroline also makes connections through her job at the Wolf Kitchen in the Bakke Recreation & Wellbeing Center where she teaches cooking lessons. “Working there has helped me branch out to try new recipes and meet people who are eager to learn how to cook,” she said. “It’s also given me access to a professional kitchen space that I can use to test new ideas.”
Caroline credits her MHR 322: Introduction to Entrepreneurship class with giving her confidence as a student business owner. “The main idea is that you can’t do something and make it go big if you don’t have the passion for it,” she said. “It’s not about the money; it’s about taking risks and doing what you love.”
Balancing schoolwork and baking can be challenging, especially as an art major. “A lot of my art projects take a long time, but baking is something I do for fun,” she said. Running her business has also taught her real-world lessons. “I buy all of my ingredients myself and have learned how to price cakes, manage costs, and get the word out.”
Her most meaningful work, though, happens beyond campus. “There’s a nonprofit called Cake4Kids where I bake for underprivileged children,” she said. “It makes me so happy knowing that what I do can have such a big impact on someone.” Caroline’s volunteer work reflects the Wisconsin Idea, showing how UW students use their skills to make a difference in the broader community.
Looking ahead, Caroline plans to keep baking while she finishes her degree. “I don’t know where I will be in a few years, but I would like to keep it going while I can. Maybe I will combine art and baking somehow,” she said.
Her advice for other student entrepreneurs is simple. “Do what you love. If you are passionate about something, take that risk and go for it. If you never try, you will never know.”
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